Design

Design

Many people think of a logo when they think of branding – but a brand identity is more. It’s a clear picture of an organization’s values and “story,” along with the means to tell that story. This may include text as well as “look and feel” visual elements such as logos, type treatments, colors, photos, video and more. The goal is to create a compelling story that inspires your audience to develop an emotional connection, and ultimately to take action.

In order to be effective, a brand should identify, unify, and differentiate the messages of a given company or organization. It should be an integral component of its print, digital, and personal outreach methods. Its implementation in visual form may include a logo, standard fonts, a standard color scheme, a slogan and tagline, etc. These identity markers become a component of all future promotion. For full effectiveness, they must be used in a consistent and disciplined manner, which may be fixed through a graphic standards manual.